Why your B2B website is a gold mine for sales

Why your B2B website is a gold mine for sales

July 22, 2019

All too often, sales teams undertake a "spray-and-pray" strategy for outreach and inbound leads, blasting out emails and calls, talking to anyone and everyone. The prayer: within sheer quantity, we'll find and close deals.

While it might work for amateur paintballers and gardeners using weed killer, spray-and-pray is a terrible sales strategy. This indiscriminate approach gunks up your funnel with the wrong kinds of leads and prevents you from spending time on the right ones. But people do it because it's easy and they think that simply casting a wider net leads to landing more customers.

They thought wrong. Here's what modern B2B teams are up against:

  • Robocalls continue to hit new highs, which means people aren't picking up their phones.
  • 57% of consumers will mark an email as spam — not because it's technically spam but because it's irrelevant or one too many.
  • Meanwhile, there's a shortage of sales talent, which increases the challenge to create and manage high-quality sales relationships.
  • 67% of the buyer's journey is happening digitally, according to analysis from SiriusDecisions, with buyers doing much of their own research and learning about products they need through search engines and review sites.

So how can sales teams start to work in a more targeted way, to find that edge to cut through all the noise and be welcomed into the buying journey not as spam but as value?

The unsung sales potential of intent data

Intent data provides insight into someone's interest and readiness in making a purchase, based on their behavior online. These signals can provide valuable context for a sales team to use for tactical outreach.

And one of the most important sources of intent data? Your website — a necessary stop on that mostly-digital buyer's journey.

Sure, you know who visits your site once they've identified themselves. Maybe they've asked a question through your contact form, filled in some information to download an ebook, or signed up for an account. But most people don't hand over an email address before disappearing into the ether. There's even a statistic floating around the internet that says that 98% of B2B website traffic goes unidentified. (Just think about your own site conversion rates to consider your real-world situation. The number of anonymous visitors — still huge.)

With tools that help identify which companies are browsing your site (and what they're viewing), based on reversing visitors' IP addresses, you can identify key anonymous visitors. For B2B sales teams, this superpower helps surface intent insights about visitors that matter — target accounts, ideal customers, high-value prospects — even before they fill out any forms.

unmasking anonymous website visitorsexample identifying which companies are visiting Segment's website

Once they're equipped with data identifying key qualified prospects and insights about their intent, sales reps can speed up the velocity of their deals and close higher-value accounts — all thanks to the ability to

  • discover (and close) net new accounts they didn’t know were interested who would otherwise go unknown or unrecognized
  • proactively reach out to higher-value prospects
  • prioritize their day with a better view of target accounts
  • get the context needed to have relevant, productive conversations.

3 ways to give sales reps a head start with intent data

That finding about 67% of buyer's journey happening digitally doesn't mean that sales isn't involved in those earlier stages, contrary to how the statistic has been interpreted. Instead, as SiriusDecisions points out, the takeaway is that "the standard is now higher for sales to add value to the conversation, because so much information can be found online" — and that sales reps have an opportunity to make their outreach more useful and earlier to prospects searching for solutions.

With intent data from your own website, your sales team can get a head start to make a great impression with more accounts that matter. Instead of only working reactively or resorting to random batch-and-blast methods, visitor intent knowledge improves both the timing and the substance of your outreach — so you can prove yourself helpful, just at the right time. Here are three ways how:

1. Uncover high-fit companies not yet in Salesforce for the SDR team. They can then reach out and start a helpful relationship before your competitors do.


2. Provide answers before the question is asked. Get your target account showing purchase intent the information they're looking for to help make their decision. For example, multiple visitors from one of your ABM target accounts turn up and look at your implementation docs and pricing page many times — or visitors from an existing customer start looking at a demo page for a product they haven't bought yet. These are prime opportunities to jumpstart a constructive sales conversation, like sending an email to prospects from the target account explaining how easy your implementation process is along with a customer story testifying how easy it is to get started.

3. Overcome ghosting — with perfect timing. Ghosting is when, seemingly out of nowhere, someone you were talking with suddenly stops communicating. It hurts in romantic relationships, it hurts in friendships, and it happens all the times to sales by promising prospects. With website intent data, reps can get notified when an account that's gone silent returns to your site, showing a rekindling of interest. This intent intelligence gives reps the chance to re-engage the account at an advantageous time.

Get reps to think beyond email and CRM

Reps spend much of their days dealing with emails, updating their CRMs, and on sales calls. Traditionally, they don't get too caught up with the specifics of a company website.

But if you leverage intent data from those website visitors, including de-anonymizing your site traffic, your sales team will want to know what's happening. They will gain insights needed to craft more effective messages and have deeper, more helpful sales conversations to quickly solve customer pain points, resulting in a speedier sales process, valuable new opportunities, and closing higher-quality deals.

There’s a reason we like watching movie previews, looking up restaurant menus well in advance of our meal, and studying a person’s online dating profile before the first date. The more information we have, the better we can plan for and optimize our experiences.

In everyday life as in sales, knowledge is power. If your reps aren’t leveraging every bit of intent data-driven knowledge at their disposal, they are leaving money on the table.

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